CONSUMERGOODS.COM | NOVEMBER 2016 | CGT 5
BY ALI ORR
IN SEARCH OF THE
f you’re reading this case study, statistics
say you have a smartphone. In fact, 72
percent of adults in the United States
own one, reported the Pew Research
Center in February 2016. That’s a mind-blowing rate of adoption. In less than 10
years in the market, almost three-quarters
of the United States adult population have a
computer in their pocket.
This transformation — access to information whenever and wherever we happen to
be — has disrupted the way many markets
have operated — commerce being one of
the most impacted.
In fact, 82 percent of us that own a
smartphone use it while we’re in-store to
help us make a purchase decision, according to Consumers in the Micro-Moment
report from Google/Ipsos in March 2015.
This has real revenue implications. Forrester Research expects 42 percent of U.S.
in-store sales to be influenced by the Internet by 2020.
Retail giant Walmart ( www.walmart.com)
and packaged goods leader Dr Pepper Snapple
Group ( www.drpeppersnapplegroup.com)
confronted the reality of this new age of
shopping with a hard look at their strate-
gies. Both saw that serving a changing
consumer would not only require new
people, processes and technologies, but
also a new level of partnership and coor-
dination between retailers and brands. At
the center of these strategies, they had
to optimize the management and syn-
dication of product content from brand
to retailer to the consumer in the most
efficient, consistent and meaningful way
“We’ve seen a wave of technology start-
ing to influence buyers in new ways. We
set out to tackle that,” says Jordan Ste.
Marie, senior manager of Ecommerce
Marketing at Dr Pepper Snapple Group.
“Grocery is about to change as we know it,
and it’s going to become this omnichannel
experience where your brands can’t afford
not to participate.”
“The retail industry as a whole is trend-
ing towards a new customer expectation
— the seamlessness of shopping, whether
you are in-store or offline or online,” adds
Ram Rampalli, global head of Content Ac-
quisition at Walmart. “In this new world,
consumers expect to be able to search and
choose whatever thing they’d like from an
HOW DR PEPPER SNAPPLE GROUP MET WALMART’S NEW PRODUCT CONTENT
DEMANDS OF DIGITAL SHOPPERS